In an insightful conversation with Global CEO Magazine, Mr Gayan Perera, President of the Sri Lanka Institute of Marketing (SLIM), discusses how SLIM has played a pivotal role in supporting businesses and the Sri Lankan community through recent economic and pandemic-related disruptions.

He highlights the institute’s innovative campaigns, such as Restart Sri Lanka, aimed at reviving economic activity, as well as efforts to promote nation branding.
Gayan Perera also shares his thoughts on the importance of innovation in marketing, key leadership qualities for marketers, and emerging trends that will shape the future of marketing in Sri Lanka.

Q: Sri Lanka has experienced significant disruptions in recent years. How has the Sri Lanka Institute of Marketing (SLIM) helped the Sri Lankan community and businesses recover?

A: To provide context, SLIM is the national body for the marketing profession in Sri Lanka, established in 1970 and incorporated by a Parliamentary Act in 1980. Our mandate is to elevate the standards of the marketing profession and position marketing as the key driver of economic prosperity.

During the pandemic, an unprecedented crisis worldwide, marketers needed to address a shift in perceptions and behaviours. In response, SLIM launched the ‘Restart Sri Lanka’ marketing communication campaign, under the guidance of the Prime Minister’s Office. This initiative was designed to create a positive national mindset and encourage businesses and individuals to restart economic activities that had been disrupted.

We implemented a 360-degree campaign, utilising mass media, digital platforms, and outdoor communication to reach the entire nation. Additionally, we provided consultancy to Small and Medium-sized Enterprises (SMEs), which were among the hardest hit. We offered strategic guidance on marketing, branding, and how to re-engage customers— all virtually by a Market Development Expert Committee (MDEC), given the restrictions on physical meetings.
Our efforts didn’t stop with the pandemic. During the subsequent economic crisis, we launched a campaign to promote remittances through formal banking channels to the public, supporting the country’s foreign reserves build up. We also focused on nation branding, partnering with Brand Finance to assess Sri Lanka’s global brand equity and develop strategies to improve it. We organised forums and collaborated with media outlets to facilitate conversations about strengthening the country’s brand during these challenging times.

Q: You mentioned ‘Restart Sri Lanka’. Could you elaborate on the role of innovation in marketing and how it helps businesses stay competitive?

A: Innovation is crucial. Without it, no organisation can advance, especially in today’s unpredictable environment. Innovation must be applied across all areas—products, services, business models, and communication platforms. Customers today seek ultra-convenience and seamless integration of solutions in all aspects of their lives. Organisations must invest in research and development (R&D) to meet these evolving demands. Post-pandemic, SLIM supported the ‘Made in Sri Lanka’ initiative, which promoted local innovations through exhibitions. Though political instability has hindered consistency, private entities have stepped in with innovation challenges and startup programmes, helping to cultivate creativity. For Some, SLIM contributed as a strategic partner.

However, innovation requires a conducive environment. While Sri Lanka has a well-educated population, the necessary infrastructure and support for nurturing innovation are lacking. If these gaps are addressed, I believe we can see significant growth in innovation here.

Q: Leadership is another important aspect of navigating these times. What leadership qualities are essential for marketing professionals?

A: In uncertain times, marketing and sales professionals must take the lead. They play a crucial role in keeping an organisation’s economic activities going. Some key leadership qualities include:

1. Resilience – Leaders must remain committed to delivering their brand’s promise, even in the most challenging circumstances. It’s important to find ways to keep the business running, as failure to do so can lead to losses.

2. Resource Optimisation – Marketers often face budget cuts during crises, so they need to optimise resources. Exploring cost-effective communication methods, such as digital platforms and social media, can help deliver impactful messaging without breaking the bank.

3. Agility – The ability to quickly adapt to changing circumstances is critical. In a rapidly shifting environment, rigid approaches will not work. Agile leaders can pivot and respond to market changes and unforeseen challenges effectively.

4. Synergy is also key – Partnering with complementary businesses can create new opportunities, and being flexible in these collaborations ensures continued success. Combined strength is always greater than the cumulation of two individual strengths.

Q: Looking ahead, how do you see the marketing landscape evolving in Sri Lanka over the next five to ten years?

A: Sri Lanka is gradually aligning with global marketing trends, which is promising. The rise of Artificial Intelligence (AI) is a major talking point. While there is much discussion around AI, many people still don’t fully understand its potential. We need to focus on educating marketers about AI and its practical applications.

Data analytics is another area we need to invest in. The combination of data and AI enables personalisation, allowing businesses to deliver tailored solutions to meet customer needs. Data science is now one of the most sought-after professions globally, and Sri Lankan marketers need to develop skills in this area to remain competitive. SLIM has already introduced an educational programme to prepare our marketers in this promising area.
We are also seeing a shift from ownership to subscription-based models. More consumers now prefer to rent or subscribe to services rather than own them (pay only for what you use), a trend that businesses will need to adapt to.

Customers now want integrated solutions, not isolated products. Businesses that can provide comprehensive ecosystems will have a competitive edge.

Lastly, digitalisation will continue to shape the future of marketing. While customers appreciate the convenience of digital platforms, they still seek physical interaction with products and services. Technologies like Virtual Reality (VR) and Augmented Reality (AR) offer the potential to bridge this gap, providing immersive experiences that can enhance customer engagement when in-person interactions aren’t feasible.

Apart from the Presidency at SLIM, Gayan is currently the Assistant General Manager – Marketing at Orel Corporation Pvt. Ltd., and possesses over 20 years of work experience in marketing, with 17 year’s experience at managerial capacity in brand marketing and sales, with a sound exposure in both local and multinational organisational work settings. Gayan earned his MBA from Postgraduate Institute of Management (PIM) affiliated to University of Sri Jayewardenepura, and holds a Professional Postgraduate Diploma in Marketing from Chartered Institute of Marketing (UK).